Brand Identity: Why Consistency Is Key

A brand identity, in essence, is the look and feel of your business. Everything that shapes the public’s perception of your business is part of your brand identity, from the inside of your store to your business cards, stationary, and marketing materials.

Obviously, you want to give your potential customers a positive impression of your company, and this all starts with a coordinated brand identity. All facets of your marketing and promotional materials should have the same general appearance, with coordinated colors, fonts, styles, and spacing. With Vistaprint, it’s easy to transfer your brand identity across a variety of different products in order to achieve this.

Still unsure why you need a consistent brand identity? Here are some important reasons!


You want your business to be the first thing that customers think about when they need a product or service in your industry. That goal will be hard to achieve if you don’t have a tight, consistent brand identity. For example, if you continually change your colors or logo, it will be difficult for people to remember your business when faced with several different choices. You need to pick colors and a logo that sets you apart from your competition and makes you easy to remember.


A consistent brand identity makes your business seem more legitimate. It’s no wonder that multinational brands like Chevrolet and McDonald’s have very defined logos and colors. These brand identities have become so well-known that people can identify the company if they’re only shown the logo. Try to emulate this with your company. Make sure your logo, colors, font, and layout are consistent across all branded materials.

Overall Impression

In order to know how your customers will perceive your business, you need to know how people normally interact with brands in the first place. Global Head of Brand Design at Facebook, Paul Adams, wrote an interesting piece stating that people build brand relationships through many, lightweight interactions over time. Because of this, it’s crucial that your brand identity remain consistent. That way, every time a potential customer comes into contact with your brand, he/she sees the same brand identity and makes connections with your business.

Customer Clarity

In the same vein as the previous section, your brand identity needs to remain consistent so that everyone has the same idea of your business. For example, if the logos and colors on your lawn signs are different from those on your flyers, you might be losing business without even knowing it. A customer’s purchase decision is a very fragile process, and you should do as much as you can to make it an easy decision.

What are some ways that you keep your brand identity consistent? We’d love to hear from you!


Written by

Robbie graduated from Boston College in 2012 with a degree in Communications. He works for the Content Marketing team at Vistaprint. Previously, he has worked for small businesses in the advertising and PR industries. He enjoys reading and writing, but not arithmetic, and whatever he is currently doing, he would most likely rather be playing golf.

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